Building a strong brand for your farm
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A strong brand can help your farm increase sales and build customer loyalty. Here's how to develop a "brand blueprint" for your farm.
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Building a strong brand for your farm
- 1. Building a Strong Brand for Your Farm Presentation for Harvest New England, 2/27/13 Myrna Greenfield goodeggmarketing.com
- 2. Agenda • What is branding? • Creating a “brand blueprint” • Putting it all together Myrna Greenfield goodeggmarketing.com
- 3. A Cup of Coffee? Photo by srslyguys Creative Commons Myrna Greenfield goodeggmarketing.com
- 4. Or Dunkin Donuts Coffee? Photo by chrissy polcino, Creative Commons Myrna Greenfield goodeggmarketing.com
- 5. Or Starbucks? Photo by picsishouldshare, Creative Commons Myrna Greenfield goodeggmarketing.com
- 6. What is a brand? IDENTITY (Who You Really Are) BRAND IMAGE (How You’re Perceived) Myrna Greenfield goodeggmarketing.com
- 7. A Strong Brand is: CONSISTENT • CONSISTENT – Fulfills expectations every time COMPELLING • COMPELLING – Provides reasons to choose you over others CLEAR • CLEAR – People “get” you in a glance Myrna Greenfield goodeggmarketing.com
- 8. Build a “Brand Blueprint” Who Customers Logo What Needs Tagline Where Value Personality IMAGE STORY NICHE When Peers Atmosphere Why Positioning Ethics Customer Service Myrna Greenfield goodeggmarketing.com
- 9. What’s Your Story? Myrna Greenfield goodeggmarketing.com
- 10. What’s Your Niche? Myrna Greenfield goodeggmarketing.com
- 11. Who Are Your Customers? Myrna Greenfield goodeggmarketing.com
- 12. Customer Problems/Needs • Want to eat healthy food • Want to cook the best tasting food • Don’t know how to cook from scratch • On a tight budget • Want to connect with nature • Want to meet people Myrna Greenfield goodeggmarketing.com
- 13. How You Meet Their Needs Customer Type Problem/Need Value provided Family with young kids Picky eaters, bored Kid-friendly produce, recipes, on-farm events Healthy eater Values freshness, Eco-friendly, wide-range nutrition, organic of produce, bike delivery 20-something single Wants to connect with PYO, gleaning, cooking nature, meet others classes Budget-conscious Likes fresh food but on Offer steep discounts on shopper tight budget volume purchases or crops in abundance Busy professionals No time to cook Provide cooking “kits” to make quick meals Myrna Greenfield goodeggmarketing.com
- 14. Who Are Your Competitors? Peers/Competitors Similarities Differences #1 Organic, has CSA, in 3x bigger, aggregates business 30 years products from other farms. #2 In same zip code, has Not certified organic, in CSA, has PYO, but business 5 years, sells lower quality grass-fed meat #3 Grows similar products All wholesale #4 In same zip code Grows Asian products #5 In business 40 years, Conventional grower, has farm stand 10x bigger, much lower prices, lower quality Myrna Greenfield goodeggmarketing.com
- 15. Define Your Niche • [Your business] • Is the [best, only, a leading, etc.] place for • [Type of customer] with • [specific need] because… Myrna Greenfield goodeggmarketing.com
- 16. Positioning Statement Goat Herd Farm, Greenfield’s only goat dairy, is the best place for families with young children to buy dairy products because goat’s milk is less allergenic, is easier to digest, and rarely causes lactose intolerance. Myrna Greenfield goodeggmarketing.com
- 17. What’s Your Image? Myrna Greenfield goodeggmarketing.com
- 18. A Consistent Look and Feel Myrna Greenfield goodeggmarketing.com
- 19. What’s Your Personality? Myrna Greenfield goodeggmarketing.com
- 20. A Brand is a Promise Myrna Greenfield goodeggmarketing.com
- 21. Fulfilling the Promise History: With a handful of perennials and a truckload of ambition, Richard "Dick" Bemis started Bemis Farms Nursery in 1947… Our Mission Statement: Bemis Farms Nursery, recognized as one of the most progressive green industry businesses in the area, is committed to excellence in every phase of its operation... Myrna Greenfield goodeggmarketing.com
- 22. Special Offer Get a free copy of this marketing book by Bemis Farms Nursery co-owner Tina Bemis. To order, email her at tbemis@BemisFarms Nursery.com. Myrna Greenfield goodeggmarketing.com
- 23. Putting It All Together Myrna Greenfield goodeggmarketing.com
Notes de l'éditeur
- Creative Commons by srslyguyshttp://www.flickr.com/photos/srslyguys/1077817244/
- Creative Commons by chrissypolcinohttp://www.flickr.com/photos/pudstah/456645982/sizes/m/in/photostream/
- Photo by picsishouldshare,Creative Commonshttp://www.flickr.com/photos/60614544@N02/5761480139/sizes/m/in/photostream/
- Your identity consists of the functional attributes of your brand – who you are, what you do, how you do it – that satisfy their needs and physical desiresYour image consists of the emotional attributes of your brand – the associations and feelings that come to mind when people encounter you in person, in writing, or online – that satisfy their intangible desires and appeal to their values and beliefs
- WHO is farming?WHERE are you farming?WHAT are you farming?HOW are you farming?WHY are you farming?
- AgeGenderEthnicity, race and cultural backgroundSingle or married? Kids at home?Economic statusEducational levelLocation (zip code)
- You don’t have to be the only one with a particular feature. You should choose to emphasize things that you are good at and are important to your customers. If they are unusual or unique, that’s even better, but the important thing is that you are claiming it and trying to offer satisfaction to the people who want it.
- Your image is the way you are perceived – the sum total of the visuals, the words, and the actions expressed by everyone in your business.How would customers describe you?Is it how you want to be seen?How can you close the gap?
- If your farm or business were a person, what words would you use to describe its personality?